Creative Production

APR Founder Jillian Gibbs announces launch of The Marketer’s Guide to Creative Production book

APR Consulting Founder & Global CEO, Jillian Gibbs’ announces the release of her much-anticipated book, The Marketer’s Guide to Creative Production: Everything a marketer needs to know about shooting video and photography,” coming early summer 2023. The Marketer’s Guide will provide a needed resource to all sides of the advertising industry, including clients, agencies, and production companies.

The new book lays out production by phase, with special considerations to help marketers learn the ins and outs of live action video productions and provides constructive input to the creative and production process. The book is designed to bridge the gap between the advertising industry and production teams, covering topics such as briefing, shot lists, budgeting, scheduling, shoot attendance, and post-production.

With practical tips and real-world examples, Gibbs helps readers understand the creative process and how to apply it to their own projects. According to APR’s annual Creative Production Trends, one of the observations as an industry is the lack of training and experienced talent, which can lead to risk for marketers, higher costs, and longer production schedules.

“People development is key,” says Gibbs, “Mentorship, training programs, & staff augmentation are desperately needed in our industry, especially in production. We can all get better work out of the process if we are comfortable communicating and using familiar language to achieve optimal results.” APR, under Gibbs’ leadership, is dedicated to doing its part to invest and nurture the talented people in the creative production space for both in-house and external agencies.

About APR:

Advertising Production Resources (APR) is a woman-owned & women led content creation optimization consultancy that oversees over $1 Billion in annual production spend and agency fees for approximately 70 advertisers around the globe. With hands-on production experience in TV, Print, OOH, Digital Videos, Web, Mobile, Social, and Experiential, our 150+ team members around the world collaborate with advertisers and their creative resources to establish best practices & locate efficiencies in their content creation ecosystems. Through our integrated approach and world-class benchmarking – powered by ACERO™, the world’s largest proprietary database of production investment – we drive innovation, improve production acumen, and increase return on investment for all our clients.